For a look at other Brodart campaigns,click here.

Brodart leases bestsellers to libraries. The product line that does so, McNaughton, is established and highly regarded. Academic (college) libraries weren't well penetrated, however. So we created some direct mail that broadly described the benefits of bestsellers in college libraries. We focused on "recreational reading" as good for students and good for libraries. Curiously enough, the first two pieces were largely sensible arguments and the third was a bit silly. An astute product manager noticed a much stronger reaction to this last thing: "Get Crazy." So, the next year we ran with the theme. We focused on getting students into the library, reading books for their entertainment value and enjoying themselves. The frivolity of the approach resonated with academic librarians. In the first year of the program, we increased leasing to academic libraries by 187% and in the second 163%.

This piece focused on the rapid pace and constant change of bestselling titles. Advertising Direct Mail Artwork Detail		Bestsellers Move Fast

Internet access makes going to the library optional. The idea behind this promotion was to bring students physically into the building to read. Direct Mail		Books in the Library

This piece was serendiptous. The artwork is a detail from the hot air balloon illustration. The theme is an early morning toss off. It worked. Direct Mail		Get Crazy - The Original

After the considerable success of "Get Crazy" above, we focused on the theme. Direct Mail Artwork Detail		Deliver Fun

This piece is a classic. Not only was it extremely effective as direct mail but it also made a great advertisement. The artwork is wonderful. Direct Mail Artwork Detail		Lighten Up

It's inherently annoying that people of a certain age (Peter's) can't view a dragon without humming about Puff and thinking about Mary Travers. Direct Mail Artwork Detail		Get Crazy - The Reprise